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There is a new mega-industry dedicated solely to the exfoliation, depilation, hydration and upkeep of men's skin. It's called "men's grooming" (the word beauty is a no-no). And those who bottle the secret of eternal handsomeness can't keep up with demand.

Everyone from Clinique (who were the first premium skincare brand to realise that no-nonsense grey packaging wouldn't scare off the punters) to Nivea (the UK's best-selling men's skincare range) has created a "for men" collection, then sat back and listened as the cash registers rang like music to the ears. Even Head & Shoulders, that most practical, asexual and un-sexual of anti-dandruff shampoos, has felt the need to launch a version specifically for men.

"Men want to feel good and look good, and companies are now catering to that demand. They realise that men want their own products and don't want to have to sneak bits of moisturiser from their partner," says Linda Windsor, a market research analyst.

"But they also know that there is still a certain stigma attached to men and beauty products, so some are being re-launched and re- packaged so that men can feel comfortable about using them both at home and in the locker room. After all, most men now go to the gym and are interested in fashion and style, so this explosion in the men's grooming industry is just a natural progression."

The phenomenon also seems to have shaped an entire younger generation of good-looking, well-groomed, style-hungry, gym-defined lads who are quickly creating another phenomenon - fear and self- loathing amid us thirty- something non-groomers. Fear, because there's no match for the allure of twentysomething youth; and self- loathing, because they are a cruel reminder that all there is to look forward to is a lifetime of nasal hair and wrinkles. (Still, you could always give in and embrace the future with www.nosetrimmers.com and regular injections of botulism).